Pagan rock is music created by (and in some cases for) adherents of one of the many Neopagan and occult traditions that emerged in the middle to late 20th century. In some cases this definition is stretched to include bands embraced by modern Pagans and occult practitioners (Faith and The Muse for example). Bands in this genre will often use pagan and occult imagery and deal with pagan themes.

In many ways, the label of "Pagan rock" carries with it the same complexities and problems as Christian rock. Like contemporary Christian music, it is more an umbrella term than a cohesive musical genre. The Pagan rock label can include bands like Inkubus Sukkubus and The Moon and the Nightspirit who explicitly state their allegiance to Neopaganism; bands like Abney Park who have Neopagans in the band but do not label themselves as pagan rock, and bands like Unto Ashes who sing songs involving occult and Neopagan themes but avoid publicly labeling their personal belief systems.

One of the first bands to be labeled as Pagan rock by the press was the British gothic rock band Inkubus Sukkubus, founded in 1989. who have pagan members or whose songs use pagan imagery and pagan themes. Since the appearance of Inkubus Sukkubus, many gothic rock and darkwave bands have emerged with Neopagan members and lyrical themes.